Cross-device
Cross-device means recognising the same person across their devices -phone, computer, tablet, TV- so they can be reached and measured as a single user.
Someone may see an ad on connected TV in the evening, look the product up on their phone the next day and buy it from their work computer. Without cross-device, the campaign sees three different users; with it, it sees one journey.
This makes it possible to cap frequency -not showing the same ad ten times across three screens-, tell a story in sequence and credit results to the channel that actually drove them. It relies on first-party identifiers, such as a login, or on statistical models, always anonymously and with consent.
